Some things just go together. Gin and tonic. Whisky and snobbery. Similarly, some brands seem to be just begging for a corporate tie-in. Lego and Ikea, for instance. Or GoPro and Red Bull.
Then there are those that never even entered our minds. Some for good reason – looking at you, U2 album that just showed up on our iPhones – and some because they just weren’t anything we’d ever associate with either of the brands in question. Dolce and Gabbana teaming up with Smeg, or Spotify with Starbucks. Or, indeed, Fender Guitars with Lexus.
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